Six new commercials have been released by BMW for the 2012 F30 3 Series sedan. The ads use humor to showcase some of the F30's technologies - heated steering wheel, email voice dictation, handless automatic trunk opening, memory seats, side view cameras, and keyless entry.

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BMW of North America Unveils Six Playful Digital Shorts as Part of National Advertising Campaign Launching the All-New BMW 3 Series

03.02.2012

Two Shorts to Appear in Ads During Super Bowl XLVI — One in the New York Tri-State Area, Another in the Southern California Los Angeles Region

Woodcliff Lake, NJ – February 2, 2012…BMW of North America today unveiled a series of six playful digital shorts as part of a new national advertising campaign in support of the launch of the all-new BMW 3 Series Sedan, which goes on sale February 11. Two of the shorts will also air in ads during Super Bowl XLVI: one entitled “The Big Grab,” in the New York Tri-State area; and the second, “The Close Call,” in the Southern California Los Angeles Region.

Created by Kirschenbaum, Bond, Senecal + Partners, the national program features a series of six 15 and 30 second digital shorts that playfully illustrate some of the many new technologies that have been integrated into the all-new BMW 3 Series. For example, “The Perfect Seat,” illustrates how an odd couple — a driver and his much-taller companion — can share the driver’s seat thanks to driver’s seat memory.

Beginning Monday, February 7, select digital shorts will begin airing online at sites including NBC.com, ABC.com and Hulu. All of the content, including the Super Bowl spots “The Close Call” and “The Big Grab,” where a heated steering wheel saves the day when a group of freezing friends hop into the car, can be viewed online at www.youtube.com/bmwusa.

“The BMW 3 Series is the global benchmark for a sports sedan,” said Dan Creed, Vice President of Marketing, BMW of North America. “With these shorts, we turn a spotlight on the innovations that make the 3 Series the standard to which others aspire.”

Never expected BMW to take a humorous approach to showcase the new 3er. It's fun, and probably draw more attention to the new features.
But I still prefer a cool ad for a Bimmer. (like one of those mission impossible trailers)

I wonder how much superbowl ad time they bought? I like the new approach, adding humor, rather than insult like 335d did, or joy. Everyone knows it's a serious sports sedan, what the 3 was missing was gizmos that Americans, in general, are all about when comparing new cars and the E90 was spartan on interior style and options. It's still missing one feature I would like to option - ventilated seat package.

Sad. The new marketing slogan may as well say: We only make, one thing: The ultimate Toyota Corolla for young professionals and newly affluent families.

What happened to the ultimate driving machine? What does hands free trunk opening have anything to do with an ultimate driving machine? Reading texts? Comfort access? Cool and all, but too pedestrian and soccer-mommy oriented marketing for a brand that claims to make "ultimate driving machines".

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"... but really, you just gotta ... you just gotta turn it all off, boys! You gotta turn it all off and you gotta wreck some tires! That's what M cars are all about, isn't it?"

Sad. The new marketing slogan may as well say: We only make, one thing: The ultimate Toyota Corolla for young professionals and newly affluent families.

What happened to the ultimate driving machine? What does hands free trunk opening have anything to do with an ultimate driving machine? Reading texts? Comfort access? Cool and all, but too pedestrian and soccer-mommy oriented marketing for a brand that claims to make &quot;ultimate driving machines&quot;.

all of those new tech things matter now. For the enthusiast, which everyone here is, sure we want the most pleasurable car to drive. Well balance, fun, quick and so on. For the 99 percent of the population that isn't an enthusiast, they like cameras, and tech, and keyless. They still need to market the car to the overall population, not just us

+4.... this kind of pablum sells cars though so we can get the ones we enjoy... I'm keeping my fingers crossed that "increased market share" will not out-way quality and performance and BMWag heads towards world auto dominance